…scratch that. Every second, there is something happening in the world of real estate that can be used as material for content creation for your business. The 24/7 news cycle online provides literally endless sources of inspiration and information. But figuring out an efficient and effective way to weed through all the information can be a daunting task. Here are some ways you can navigate news in a different light, turning it into meaningful content to help promote your role and credibility within the real estate industry.
Find and organize credible sources
One way to do this is through a news aggregator application like Feedly.com that compiles news feeds from publications around the world. Fully customizable, you can create streams based on ideas, topics, interests, subjects, locations and monitor for keywords from a variety of online sources. For instance, say you’re interested in the real estate market on the Outer Banks and are curious about the local talk of the town as well as what people are saying about the Outer Banks. You can create a feed that auto-populates as stories are posted online, searching for keywords like – Outer Banks, OBX, real estate on the Outer Banks, etc… From there, you can see where the news is coming from and dig further into the source. Using credible news sources is a safe bet that the information isn’t spun to benefit one business or another or written with an agenda.
Subscribe to newspapers’ email lists
The New York Times and The Wall Street Journal are two examples of credible sources for information, as well as many local newspapers. You can sign up to receive the newest articles about a specific topic right to your inbox on a customized schedule. Once a day you could have emails brought right to you where you can scan for interesting material to dig into. Share this information, or use it for inspiration to create a new blog article.
Is the news and information timely?
News is news because, well, it’s new, relevant, informative and important. Be sure you look at the date an article was written. Especially today in the social media-sphere, old stories are often recycled and shared as if they are brand new. While sharing these past articles can be beneficial, they can also be embarrassing and is a quick way to point out a lack of attention to detail. Be sure your content has value for the time and is released when it is relevant. For example, writing a blog post about winterizing a home may not be relevant in the summer. If you’ve missed a timely article you think is important, think of a new way to approach the topic and do your own reporting.
Take this article on the newly launch Xome.com which could be a game-changer for some aspects of the real estate market. Regardless of your feelings towards this recent announcement, it is significant enough to begin or join the conversation. For home buyers and sellers, this launch seems like a new convenient way to navigate the real estate market and, frankly, in the digital age it seems like it should have happened a few years ago. But if your company can’t operate at this level, this article is still a perfect opportunity to indirectly focus on what your company does and shine a positive light on what you have to offer that a place like Xome does not. Focus on the greater concepts of your business rather than specifically your brand.
Keep on top of trends
While some old trends are still relevant, it’s important to keep on top of new trends and changes, especially in an industry like real estate that operates at such a high level. Home buyers and sellers are not interested in past trends as much as what is happening now and how it will affect them in the future. Keeping up and addressing trends in your content will show you are up-to-date on what is happening in your industry.
Write truth and avoid truthiness
Whether you’re a fan of Stephen Colbert or not, he made a great point about our perception of truth.
“What I say is right, and [nothing] anyone else says could possibly be true.’ It’s not only that I feel it to be true, but that I feel it to be true. There’s not only an emotional quality, but there’s a selfish quality.”
Credible sources can deliver the truth of news and information because they operate as objectively as possible, putting facts out there, checking sources, and interviewing people to distribute information rather than mold it to an agenda. Your role in the real estate industry is different. It’s simple, you do have an agenda, but keeping facts in context and sharing truth will gain you a level of credibility and attract home buyers and sellers because you’ll become a trusted source. It’s important to share your own take and opinion on something, but be sure you can back your assertions up with facts to further support your expertise. This will separate you as a professional, credible business from gossip.
Sharing content from the news does not mean copying what someone else wrote. Do your own research on the topic and use the facts that speak most to you and your business. Finally, content creation is about attracting people by providing them with educational information 80% of the time that they find helpful, while only promoting your brand 20% of the time.